4A's Jay Chiat Awards 2013

The key criteria for winning an award are a great strategic idea; a powerful, creative manifestation of the idea; and a clear link between the two. Entries from the following brands are not available for publication: Samsung Galaxy (Gold); Dove, mono, Gatorade, Kraft Macaroni & Cheese, New York City Ballet (Silver); Cisco, Prudential, Labatt Breweries of Canada (Bronze), Qualcomm Snapdragon, adidas, Gatorade, McCormick (Honorable Mention).

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.

Rather than positioning this product as a cheaper version of pre-paid cards, Vodafone used the discovery that in Egypt, shopkeepers often substitute small change for low-value items, to position the micro credit recharge card as 'Fakka' - small change.

This positioning made micro charge cards seem higher value in comparison to the items often given in change.

Television ads were used to raise awareness of the product and the cards were distributed to small neighbourhood stores to make them easily accessible, with a design that allowed them to be stored in cash registers.

Average revenue per Vodafone user increased by 7%, and there has been a steady 10% increase in distribution of Fakka across the country.

2

THPF: The Smoking Kid - A personal message to the smokers

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, October 2013

This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.

This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.

Previous efforts by THPF to promote a free stop-smoking hotline had yielded unimpressive results, and scare tactics and emotional cues were rejected for this campaign as they had proved ineffective in the past, with smokers now 'immune' to these messages.

The strategy of 'inside-out reflection' put smokers in a situation where their own voice served as the warning message.

A 'Smoking Kid' approached adults who were smoking in public places, and asked to borrow a lighter for their own cigarette - the people approached refused, and told the children why smoking is bad.

These approaches were filmed and then placed on social media, where they were widely shared and blogged about, and gained coverage in international media outlets.

Calls to THPF's stop smoking hotline increased by 62%.

3

Cole Haan: Chelsea Pump campaign

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, October 2013

This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget.